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By Kevin Nimmo- Many local business professionals spend vast sums of money to have an online presence. But there’s an ROI that’s rarely considered by thousands of Doctors, Attorneys, Real Estate Brokers and many other professionals. All business professionals recognize the vital importance of an online presence. They have been told how important their search rankings and click stats are endlessly by internet marketers. But what happens when you are found online? What is it that makes the consumer looking at your business web page go from idle curiosity to keen interest? Let’s site an example. We will use the example of a consumer looking for a new Podiatrist. This consumer (if insured) is looking in their provider directory initially until they find a doctor that is in close proximity to their residence or work and who fits the suitable criteria that they have established for an acceptable physician. After narrowing the acceptable field down to a handful of candidates, what separates one from another? Sometimes it can be considerations such as age and even something as simple as a picture. But the prospective patient is probably looking for a little bit more to reach that “tipping point” of going from consideration to certainty. These are careful evaluations not made in the manner of purchasing common goods and services. Often the smart consumer will exercise their due diligence and research a little more deeply. After they have narrowed down their list of potential candidates the consumer will often search the doctor by name and city. What they find will often make the difference between success and failure for the business professional. So what is it that will ultimately push the consumer in one direction or another? More often than not the determining factor is third party credibility. This type of credibility goes beyond positive reviews by patients or customers. This is the credibility that goes with being viewed as a local subject matter expert by the community as a whole. But just how is this achieved? Again third party validation plays an important role. When a consumer does that vital research will they find an interview with you as subject matter expert by a local journalist or will they find the self branding that most professionals do? Will the prospective patient readily see that the doctor is a published author? Will they see and perhaps be able to listen to a radio interview held on a nationally syndicated radio show? Will they find press releases (both written and video) touting the doctor and their particular area of expertise? Will they be cited from credible news sources that they were quoted on their news information web site? These are vital elements that can create that” tipping point” but are often overlooked in the world of click stats and Google SEO. Being found is indeed important but even more important is how you are positioned once you are found. Positioning yourself as the recognized local authority by credible third party sources can often make the difference being given serious consideration or being overlooked. Established third party credibility goes a long way in making sure you getting the most out of your online presence. Kevin Nimmo spent over twenty years in the television and media business. He is Executive Editor of the Prescott Business Journal as well as offering consulting services as a Online Media Strategist for local business. Kevin can be reached directly at 928-493-0715.
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